Research output per year
Research output per year
Personal profile
Research interests
Dr Rushana Khusainova is a Senior Lecturer in Marketing, Education Lead for Marketing and Consumption academic group and a Research Champion of the Business Education Research and Scholarship Network.
Rushana is a passionate champion of regenerative marketing and developing skills for ethical use of generative AI in marketing education and the transformation this brings to the Higher Education sector. She publishes, delivers workshops and presentations on these topics.
Building on her doctoral research, Rushana employs Self-Determination Theory of Motivation to guide her research and the development of effective strategies for enhancing motivation in teaching and training settings.
As the creator of LinkedIn for Academics and GenAI for Beginners training courses, Rushana delivers highly practical and impactful workshops designed to empower academics in building their visibility on LinkedIn and leveraging AI for teaching and research.
Rushana is an author of an award-winning sales motivation research: 2018 James M. Comer Award for the best contribution to selling and sales management theory and 2019 runner-up Award for the Best Doctoral Dissertation in Sales.
Rushana is a co-editor of a forthcoming (2026) book, How to Become Education-Focused Proferssor: Stories and Strategies from Business Schools and Beyond.
External positions
External Examiner, Edinburgh Napier University
1 Jan 2023 → …
Research Groups and Themes
- MGMT Marketing and Consumption
Keywords
- GenAI & Student Engagement
- AI
- Sustainable Consumption
- Regeneration
- Motivation
- skills and training
Fingerprint
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Collaborations and top research areas from the last five years
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
Research output
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Episode 11. Real-World Experience in the Classroom: What Industry Teaches Academia with Dr Lloyd Fletcher
Fletcher, L. & Khusainova, R., 30 Apr 2026Research output: Non-textual form › Digital or Visual Products
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Marketing Education in the Age of Generative AI: Preparing Graduates for Human–AI Collaboration: A White Paper for Marketing Educators, Programme Leaders, and Professional Bodies
Gonsalves, C., Clancy, M., Khusainova, R., Lee, H.-H. M., Marshall, K., Percy, S., Quamina, L. T., Vuković, S., Canhoto, A. I. & Baines, P., 7 Jan 2026, White Paper – Marketing Education in the Age of Generative AI.Research output: Contribution to specialist publication › Article (Specialist Publication)
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Regenerative Marketing – Concept, Definition and Research Directions
Khusainova, R. & Norman, J., 4 Jul 2026, Going Back to the Roots of Marketing: Proceedings of the 2025 AMS Annual Conference, Montreal, Quebec, Canada, May 21-23. Parajuli, J. & Dey, A. (eds.). Springer, Cham, p. 249-260 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).Research output: Chapter in Book/Report/Conference proceeding › Conference Contribution (Conference Proceeding)
Projects
- 1 Finished
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Associate Project on Pedagogic Research and Scholarship of Teaching and Learning (SOTL).
Dowling, S. (Co-Investigator), Warman, S. M. (Principal Investigator), Johnson, A. R. L. (Co-Investigator), Ford, G. K. (Co-Investigator), Miles, R. E. H. (Co-Investigator), Sealy, T. (Co-Investigator), Khusainova, R. (Co-Investigator), Gobin, M. S. (Co-Investigator), Goodhead, L. K. (Co-Investigator), Orchard, J. L. (Co-Investigator) & O'Leary, R. (Co-Investigator)
1/07/25 → 31/07/26
Project: Research
Prizes
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2018 James M. Comer Award for Best Contribution to Selling and Sales Management Theory
Khusainova, R. (Recipient), de Jong, A. (Recipient), Lee, N. (Recipient), Marshall, G. (Recipient) & Rudd, J. (Recipient), 2018
Prize: Prizes, Medals, Awards and Grants
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Runner-up in the 2019 Doctoral Dissertation Award
Khusainova, R. (Recipient), 2019
Prize: Prizes, Medals, Awards and Grants
Activities
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Learning, Teaching & Student Experience (LTSE) 2026 - Chartered Association of Business Schools (CABS)
Kremantzis, M. D. (Speaker), Khusainova, R. (Speaker) & Holland, W. (Participant)
May 2026Activity: Participating in or organising an event types › Participation in conference
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Campus webinar: Prepare students with workplace skills of the future
Khusainova, R. (Advisor)
26 Mar 2025Activity: Talk or presentation types › Public talk, debate, discussion
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British Academy of Management - Management Knoweldge Exchange - "How To" Series: LinkedIn for Educators
Khusainova, R. (Presenter)
14 Nov 2024Activity: Participating in or organising an event types › Participation in workshop, seminar, course